doc-alert

Anne LandmanPosting Date:  Friday, January 9, 2004
      Anti-Smoking Advertising. 

      Company/Source:  R.J. Reynolds
      Document Date: 1990
      Length: 13 pages
      Bates No. 507746858-507746870   
      URL: http://tobaccodocuments.org/landman/507746858-6870.html 
      PDF Version:
http://legacy.library.ucsf.edu/cgi/getdoc?tid=gpt14d00&fmt=pdf&ref=results 

          This document from the R.J. Reynolds collection shows how the tobacco
industry worked to undermine the anti-tobacco ads being broadcast in California
in 1990.  The ads were funded by an additional 25-cent per pack tax on
cigarettes enacted by California voters in 1988 (Proposition 99).  The industry
became desperate to undermine these ad campaigns and stop their spread to other
states.  The document says,
        "INTERVENE TO REPAIR DAMAGE IN CALIFORNIA:

        --POSITIVELY REINFORCE SMOKER SELF-ESTEEM.  
        --ESTABLISH CREDIBILITY.  
        --MOTIVATE SMOKERS TO TAKE ACTION.
        -- PREVENT SPREAD OF CALIFORNIA ADS:
         One strategy to shore up industry credibility was to produce "superior"
anti-smoking ads targeted towards youth.  Another  was to "implement
'emotion-based' ads for broadcast communication" focusing on "civil
rights/intolerance/anti-smoker agenda themes."  Diverting tax funds into
non-tobacco-related programs, like a prenatal program, was also mentioned.  

         This document gives one small glimpse into how the tobacco industry
undermines publicly-funded ad campaigns aimed at reducing tobacco use.  Such
efforts countermand the public's desire for effective anti-tobacco campaigns,
inflame 
      public discontent and are out of touch with the current public sentiment
of discouraging tobacco use. 
            Quotes:

              ANTI-SMOKING ADVERTISING

              CONTINUUM OF STRATEGIES REPAIR DAMAGE

              1. INTERVENE TO REPAIR DAMAGE IN CALIFORNIA:

              POSITIVELY REINFORCE SMOKER SELF-ESTEEM.   ESTABLISH CREDIBILITY. 
 MOTIVATE SMOKERS TO TAKE ACTION.

              2. PREVENT SPREAD OF CALIFORNIA ADS:

              - ESTABLISH CREDIBILITY. - MOTIVATE SMOKERS TO TAKE ACTION. -
"REACH OUT" TO NON-SMOKERS.

              ...CALIFORNIA PLAN

            1. IMMEDIATE TERM, SUPPORT GOVERNMENT RELATIONS EFFORTS AIMED AT
FUNDING...

            ...CONTINUE PROGRAMS TO PROVIDE "BETTER SOLUTION," CREDIBILITY.

            [Page 7]: 

              INTERVENTION

              1) DEVELOP AND TEST A DIRECT MARKETING CAMPAIGN AIMED AT SMOKERS.

                - POSITIVELY REINFORCE SMOKER SELF-ESTEEM.
                 - SMOKER RESPECT OF NON-SMOKER RIGHTS. 
                - INDIVIDUAL RIGHTS (SPECIFICALLY DEFINED). 
                - INTOLERANCE/SPECTER OF WHO'S NEXT. 
                - ANTI-SMOKER AGENDA.
              2) TEST ADDITIONAL PROGRAMS AIMED ELEVATING AT SELF ESTEEM. -
E.G., LUXURY SMOKING LOUNGES IN PUBLIC PLACES.

            [Page 10]: 

              NATIONAL EXPANSION

              • PREVENT SPREAD OF "CALIFORNIA" ADVERTISING.

              INITIAL STEPS

              1. ASCERTAIN WHICH STATES ARE AT RISK.

              ...STATE IS CONSIDERING LEGISLATION OR PROPOSITION FUNDED AD
CAMPAIGN.

                IMPLEMENT SMOKER TARGETED DIRECT MARKETING. - INCLUDE "CALL TO
ACTION." - FOCUS ON PRECEDENT IN STATE(S)RUNNING ADS.

                ...IMPLEMENT "BETTER SOLUTION" PROGRAM CONCURRENTLY...USE
"EMOTION-BASED" APPROACH. - USE CIVIL RIGHTS/INTOLERANCE/ANTI-SMOKER AGENDA
THEMES.

             
--------------------------------------------------------------------------------
-----------------------------
           
            Company: R.J.Reynolds 
            Author: Presumed author, R.J. Reynolds 
            Recipient: Presumed recipient, R.J. Reynolds 
            Region: United States 
            Litigation: Minnesota Selected 
            Type: REPORT 
            Named Person: Wilson, Pete, Gov. (CA governor)
            Klein, W. 
            Subject: Countermeasures        Strategies & tactics the industry
used to counter public health efforts to control tobacco 
            mass media
            public health program
            industry activity
            industry influence
            industry response
            industry strategy
            Youth Smoking Prevention Programs (Industry-sponsored youth smoking
prevention programs)
           

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